How does a brand inspire such devotion that customers wear the logo, congregate in person and online to discuss products and services, or passionately gather at events? Wolfgang Schaefer and JP Kuehlwein researched this phenomenon in their previous work, Rethinking Prestige Branding. Here they offer the Brand Elevation model, a six-step process to elevate your brand into an Ueber-Brand, research and identify your brand mission, balance exclusivity and inclusivity, attract rather than sell, and master Myth creation and storytelling, as have such brands as Burt’s Bees, Patagonia, Starbucks and Peloton.
About the Authors
Wolfgang Schaefer is founder and CEO of Zwoelf Consulting and co-author of Rethinking Prestige Branding: Secrets of the Ueber-Brands. JP Kuehlwein is a principal and co-founder of Ueber-Brands Consulting, an adjunct professor of marketing at NYU and Columbia Business School, and co-author of Rethinking Prestige Branding: Secrets of the Ueber-Brands.
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